Eurostar — Eurostar.com

# Build brief — an original marketing website in the taste of Eurostar

> Reference: https://www.eurostar.com · UIDiscovery: https://uidiscovery.com/sites/eurostar · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/eurostar/full.webp) · [scroll video](https://uidiscovery.com/media/captures/eurostar/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Eurostar — same structure, rhythm and polish, entirely new identity and content.

## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as Eurostar: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Eurostar's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
- Reference screenshots are for looking at, not for embedding or tracing.

## 3. The taste, in short
- Eurostar (eurostar.com): Travel marketing website, dark.
- 12 sections: Hero → Call to action → Content → Call to action → Features → Footer.
- Spacing: about a screen per idea (median section ≈592px).
- Hero headline: 2 words — short and punchy; keep yours under ~9.
- Type: one family (ABC Social). Imagery: mostly photography, some typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. Hero — state what the product is and for whom in one glance, and offer the primary action.
- Layout: headline-led stack: eyebrow → H1 → supporting line → actions, with a visual beside or below. Compact band (277px at 1440), page background; 14 images/icons (a set of cards or a small gallery); form with 9 fields, 42 buttons (tabs, toggles or per-card actions), 27 links (link lists / navigation).
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Log in”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-01.webp) · imagery: slot 1

### 2. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (512px at 1440), page background; 3 image/graphics; 1 text link instead of buttons.
- Slots: Headline (~5 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “London to Paris at $54¹”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-02.webp) · imagery: slot 2

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (688px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Paris to Amsterdam at $43¹”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-03.webp) · imagery: slot 3

### 4. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (280px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Headline (~6 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Jusqu'à -50 % sur vos billets²”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-04.webp) · imagery: slot 4

### 5. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (434px at 1440), page background; 12 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~5 words, like the reference); 9 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Ideas for your next trip”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-05.webp) · imagery: slot 5

### 6. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (312px at 1440), page background; no images (type-led); 1 text link instead of buttons.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Book to 100 + destinations”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-06.webp) · imagery: slot 6

### 7. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (721px at 1440), page background; 3 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Explore our travel classes”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-07.webp) · imagery: slot 7

### 8. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (592px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 7 text links instead of buttons; 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Ready to travel”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-08.webp)

### 9. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (721px at 1440), page background; 3 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Out now: the autumn edition of Metropolitan magazine”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-09.webp) · imagery: slot 8

### 10. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (719px at 1440), page background; 6 images/icons (a set of cards or a small gallery); primary + secondary button; 6 headings → ~5 items under a title.
- Slots: Section title (~5 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Reasons to travel with Eurostar”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-10.webp)

### 11. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (523px at 1440), own dark band #106dff; 2 image/graphics; form with 7 fields, 22 buttons (tabs, toggles or per-card actions), 11 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Ready to book?”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-11.webp)

### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Tall, ≈1.4 screens (1299px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button, 46 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Top routes”
- [Screenshot](https://uidiscovery.com/media/captures/eurostar/s-12.webp)

Inner pages also captured (Customers, About, Sign up, Enterprise, Security): https://uidiscovery.com/sites/eurostar?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#00286a` | page background | — |
| foreground | `#ffffff` | body text, headings | 13.9:1 |
| accent | `#106dff` | primary buttons, links, highlights — sparingly | 3.1:1 (large text / UI only) |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#f2f2f2` | secondary text, borders | 12.4:1 |

Captured palette: `#00286a` `#fcf5d8` `#106dff` `#ffffff` `#000000` `#f2f2f2`. Section bands top→bottom: `#106dff` → `#00286a`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #00286a;
  --foreground: #ffffff;
  --accent: #106dff;
  --surface: #000000;
  --muted: #f2f2f2;
  --font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Inter", ui-sans-serif, system-ui, sans-serif;
  --radius: 12px; /* calibrate from the screenshot */
}

/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
  --color-background: var(--background);
  --color-foreground: var(--foreground);
  --color-accent: var(--accent);
  --color-surface: var(--surface);
  --color-muted: var(--muted);
  --font-heading: var(--font-heading);
  --font-sans: var(--font-body);
}
```

### Typography
- Headings: **Inter** (Google Fonts) — reference uses ABC Social. “ABC Social” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: same family — a single-family system; create contrast with size and weight, not a second face.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.75rem, 6vw, 5rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.

### Spacing & rhythm
Sections run ≈592px tall at 1440 (median; range 277–1299px, captures cap at 1700px) — roughly a screen per idea. Start with 96–120px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 1 time down the page — use band changes to mark chapters. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.

### Shape, depth & theme
Radii and shadows weren't measured. Read exact corner radius, border and shadow treatment from the screenshots. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.

## 6. Imagery plan

Measured from 8 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Travel). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Travel references lean on photography. Count: a set of ~14 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/eurostar/s-01.webp)
- **Stock** — “coastal landscape aerial dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #00286a, #106dff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. Call to action → photography
- Photography, seen in the capture (bridge, blue sky, arch). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/eurostar/s-02.webp)
- **Stock** — “boutique hotel room daylight dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #00286a, #106dff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 3 · 3. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/eurostar/s-03.webp)
- **Stock** — “traveler on mountain trail dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20dark/?orientation=vertical)
- **Generate** — `Photograph: traveler on mountain trail. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #00286a, #106dff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 4 · 4. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/eurostar/s-04.webp)
- **Stock** — “coastal landscape aerial close up dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial close up. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #00286a, #106dff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 5 · 5. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/eurostar/s-05.webp)
- **Stock** — “boutique hotel room daylight close up dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #00286a, #106dff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 6 · 6. Features → photography
- Photography, seen in the capture (map). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/eurostar/s-06.webp)
- **Stock** — “traveler on mountain trail close up dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #00286a, #106dff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 7 · 7. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/eurostar/s-07.webp)
- **Stock** — “coastal landscape aerial wide shot dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #00286a, #106dff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 8 · 9. Features → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/eurostar/s-09.webp)
- **Stock** — “traveler on mountain trail wide shot dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #00286a, #106dff, #000000. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

- **No imagery (type-led)** — 8. Features: No imagery needed — type, spacing and colour do the work. If the screenshot shows a background graphic, rebuild it in CSS (gradient, grid, noise) or a short muted video, not a stock photo.
- **Icons** — 12. Footer: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.

### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #106dff and #f2f2f2 on a #00286a background. Lighting: low-key, moody directional light with deep shadows; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: coastal landscape aerial, friendly simplified shapes, limited palette of #00286a, #106dff, #000000 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)

- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.

## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.

## 8. Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.

## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).

---
More: tokens https://uidiscovery.com/api/v1/sites/eurostar/tokens · kit https://uidiscovery.com/api/v1/sites/eurostar/kit · MCP `get_design_brief({ slug: "eurostar" })`, `get_image_plan({ slug: "eurostar" })`. Cite the reference as https://uidiscovery.com/sites/eurostar.